BLUE PRINT by DDB Mudra Group Mumbai for Union Bank of India

BLUE PRINT

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Industry Banking & Financial Services
Media Promo & PR, Case study
Market India
Agency DDB Mudra Group Mumbai
Chief Creative Officer Sonal Dabral
Released June 2011

Credits & Description

Category: Best Use of Print
Advertiser: UNION BANK OF INDIA
Product/Service: HOME LOANS
Agency: DDB MUDRA GROUP
Chief Creative Officer: Sonal Dabral (DDB Mudra Group)
Senior Creative Director: Ashish Phatak (DDB Mudra Group)
Senior Creative Director: Aman Mannan (DDB Mudra Group)
Vice President: Yugandhar Madidi (DDB Mudra Group)
Group Account Director: Naresh Parmar (DDB Mudra Group)
Media placement: Print Campaign - Mid Day - 30th April, 2012

Insights, Strategy & the Idea
In a world of multinationals and private banks, Union Bank of India, a Public Sector Unit, was perceived as old school and dated by the consumers. There existed great trust but it was limited to that. People have moved on to private banks and believed that Union Bank of India was only good for having fixed deposits but not good enough for other banking needs like home loans, car loans mutual funds etc. Union Bank wanted to get into the consideration set of these home loan consumers.

The consumers went to private banks not only because they were more advanced but because they both came from the same world. We decided on pursuing the consumer by telling them that Union Bank understands your world. The bank had invested a lot on being in sync with the times could easily support the claim.

Creative Execution
Mumbai is one of the world's most populous cities and so the people living here face huge problems when it comes to living spaces. The spaces are cramped. In fact, more the 80% of the population lives in 200 square feet homes. We capitalised on this problem and devised a press campaign around the same. 3 10cc ads were made that showcased the blueprint of a house but with so little space that it can only accommodate 1 household item. The campaign contained different household elements like a bed, a couch and a dining table. The ads were placed in the property section so that people interested in buying property and, in turn, home loans were directly targeted. The ad not only presented the reality of the city, but most importantly the plight of the people who live in this city.

Results and Effectiveness
The campaign worked at 2 levels. The placement of the advertisement in the property section made sure that we are reaching nearly all our target audience. Hence, it generated greater recall and in turn greater enquiries. Secondly, it made sure that people realise that Union Bank of India understood their world. As a result of these, the enquiries for home loans shot up by 39% in the first week as opposed to last year, preference for Union Bank has gone up by 63% amongst the consumers and all this has been achieved in the first week of the campaign.